Michelin Daytona Bike Week

In a sea of custom bikes, big brands, and loud pipes, it takes a lot to stand out at Daytona Bike Week. With the Pineapple Agency, Michelin created a memorable Bike Week experience that generated results and turned heads. Michelin wanted to create an authentic engagement in this unique market by sharing its entire product portfolio together for the first time. With a creative activation, Daytona attendees experienced a wide variety of 2-wheel and 4-wheel tires and lifestyle products and hospitality from Michelin. With only six weeks to Bike Week, we created a shipping container park concept to occupy their 100’x100’ space. Each shipping container had featured its own mini-activation in addition to supporting the overall activation. As seasoned festival-goers, we thought hard about what it takes to show a group of seasoned veterans that they ain't seen nothin' yet. Then we scoured the web for vintage Michelin memorabilia, piled on a healthy dose of choppers, sportbikes, cruisers, a C7 Corvette, and even a BFGoodrich equipped Raptor, and created the best place to hang out, learn about tires, and rest up on the whole speedway. By focusing on the experience, we created brand awareness and unprecedented conversion rates. Here are a few of our favorite results: More than 15.3k Instagram impressions with #MichelinBikeWeek and $0 paid media - Over 10,000 impressions made in the physical space - 150% above cross-sell goal and dozens of tires sold on-site